The Discovery I was first unveiled for sale in the United States on April 4^th, 1994 and later in Canada on May 18^th, that same year. The pre-launch publicity actually began before the end of 1993.

 1994 - 1995

In the beginning, all NAS Discovery's were five door models fitted with V8, 3.9 litre EFI Petrol engines. The standard options consisted of driver and passenger air bags, ABS, air conditioning, and cruise control. Unlike European models, bumper end caps and marker lights consisting of amber in the front and red in the rear were standard. The two options for transmissions consisted of either a R380 five-speed manual or a ZF four-speed automatic.

In the US in 1994, the wheels consisted of Caster alloy wheels with a dark Pewter finish fitted with Michelin 235/70 R16 tires. As a standard, the interior consisted of cloth upholstery with seating for five. Available cost options consisted of an available Bahama Beige leather interior, rear air conditioning, dual sunroofs, rear step, six CD changer, and fog lamps.

The first Canadian Discovery's were marketed as 1995 models although the early models were to the 1994 US specifications. The Canadian models had daytime running lights, engine block heater, and speedometer graduated in kilometres.

As in 1994, the 1995 Discovery was marketed as a single model configuration. The exterior differences consisted of sparkle-finish alloy wheels, and two new paint colours. In the interior, the doors gained side impact beams, and front seat lumbar support.

The 1995 Discovery won Four Wheeler magazine's Four Wheeler of the year award.

 1996

Along with the significant price increase, which was realized in 1996, so were the major changes in the vehicle line. Unlike the single model in 1995, 1996 and 1997 there was a range of three separate Discovery models. The V8 3.9 litre was replaced in all production models by the V8 4.0 litre.

The entry-level model was the SD, which came with a manual transmission or an automatic at extra cost, Alloy wheels, and no sunroofs. The SE came with an automatic transmission as standard, leather upholstery, electric front seats, twin sunroofs, and freestyle alloy wheels. The SE7 was an upgrade on the SE with seating for seven, which also came with rear air conditioning, and a rear-folding step.

The new 4.0 litre engine was fitted to simplify differences in NAS Land Rover model lines. The engine had the same 182bhp with an increase of 1 ft/lb of extra torque (233 ft/lbs). The engine had been detuned so not to upstage it's big brother the New Range Rover with 190bhp and 236 ft/lbs of torque.

In the interior, along with the new electric front seats was 20mm of extra fore and aft travel, on the non-electric seats there was 40mm increase in backrest height. The cloth interior consisted of a new pattern with a Granite Grey leather interior used on vehicles were finished in Altai Silver and Avalon Blue, which were two of three new colours for the year.

Further changes to the interior brought ICE speakers to the A Pillars, an out dimming rear view mirror, illuminating vanity mirrors for both driver and passenger, and a smaller two button remote.

In Canada, the SE7 came without rear air. This was available as an extra cost option when special ordered with a manual transmission. The turn signals could also be ordered duplicated in the upper lamp clusters.

 1997

The SD, SE, and SE7 lines continued for the next production year. The quieter LT230Q gearbox replaced the LT230T gearbox. The engine management system was improved and the air bag system was simplified. The standard mast mounted antenna is replaced by a window mounted Diversity antenna system. All models had more deluxe door trim panels, California walnut fascia trim, and darker window tint all around.

The SD model retained the cloth interior and free style choice wheels while the SE & SE7 came standard with leather and extra wood trim and the new deep dish style wheels. A manual transmission option was available for the SE7's, but the SD & SE remained as fitted with automatic transmissions.

 1998

1998 marked the final full year of production for the Discovery I in both Canada and the US. In Canada the SD, SE, and SE7 line continued with the SD having the manual transmission and cloth interior. In the US however on two models prevailed, the LE model was introduced which was cheaper than the 1997 SE and the top of the line model LSE. Both US models could be ordered with the seven passenger seating option.

In the US the LE and LSE models were available with the automatic transmission only, both also came with deluxe door trims with leather accents. The rear seat gained a folding centre armrest. All models can with map lights incorporated into an auto dimming rear view mirror.

Warranties consisted, for the first time, of a standard four-year or 80 000km (50 000 mile in the US) package. In previous years, the warranties had been a three-year or 70 000km (42 000 mile in the US) package. The options for tires were, as always, the 235/70HR16's, which came as either Goodyear Eagle GT +4 or the Michelin M+S.

The LSE came with bright satin finish boost alloy wheels with chrome bumpers. The grille, front spoiler, bumper end caps and mirror bodies came painted to match the body's finish. Further, the LSE's exterior doors came with bright finish handles, stainless tread plates, and bumper strip inserts. The interior was Lightstone leather with a 240-watt Harmon-Kardon ICE system with eight speakers and an auto CD changer.

The LE remained with the deep-dish alloy wheels.

 1999

Although the Discovery II was released in the autumn of 1999, this did not mark the end of the marketing of the Discovery I. The Discovery I with SD options remained available through the early month of 1999. The 1999 SD came with Bahama beige leather interior, electric front seats and freestyle wheels. Sunroofs were still an available option.

 Limited Edition Models

In 1996 Land Rover of North America (LRNA) ran a Camel Trophy style off-road competition for Land Rover Dealer Teams. In September of 1996, ten Discovery's were prepared for the very first TreK event. This event involved teams from 32 Dealers and was held at Little Creek Farm, outside Atlanta, Georgia.

These ten specially prepared vehicles were part of a limited run of 250 special edition vehicles, which were designated with XD markings. 25 additional models were prepared for the Canadian Market.

All were painted with AA Yellow and kitted out by Land Rover Special Vehicles. They were based upon the 1997 SE specifications with caster alloy wheels in dark gunmetal grey. Skid plates, lamp guards, and roof racks were on all models.

Later that year for the Eco-Challenge, an eight-day endurance race held in British Columbia that year, 28 limited edition vehicles were built. These TreK vehicles carried special markings not available on other models.

Nearing the end of 1997, a second limited edition was unveiled. It carried the LSE designation. It was based upon the SE model with either White Gold or British Racing Green with a Lightstone crème leather interior.

In the late spring of 1998, LRNA released a 50^th Anniversary Edition Discovery based upon the LE model. They were finished with Woodcote Green, Lightstone crème leather interiors, with special commemorative markings. LRNA released 50 such models, which carried specially numbered, unique dashboard plaques.

LRNA has distributed from 1994 - 1998 in North America 68 399 Discovery's. Approximately 65 444 vehicles were sold in the United States with a further 2 955 being sold in Canada. Land Rover has enjoyed a steady increase in sales with the introduction of the Discovery II in 1999 through to 2004.